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Investing.com-- Samsung largely maintained its position as the world’s best-selling smartphone brand in the third quarter of 2025, while Apple a close second, data from analytics firm Omdia showed on Thursday.
Samsung Electronics Co Ltd (KS:005930) shipped 60.6 million phones in Q3, up 6% from last year and at a market share of 19%. Apple Inc (NASDAQ:AAPL) shipped 56.5 million phones, up 4% year-on-year, and with a market share of 18%, Omdia data showed.
Chinese electronics giant Xiaomi Corp (HK:1810) was the third-largest smartphone seller, moving 43.4 million units at a 14% market share.
China’s Transsion took the number four spot, with shipments at 28.6 million with a 9% market share. The company benefited greatly from demand in Africa, Omdia said.
Samsung’s lead came amid strong demand for the company’s flagship Z Fold7 and Flip7 models, while demand for the mid-range Galaxy A series was also strong in Asia-Pacific and the Middle East.
Apple’s new iPhone 17 series was seen helping revitalize device sales, especially of the base iPhone model. The series largely outsold the 16 series in early sales.
Omdia data showed shipments in North America and China still declined from last year, while a bulk of overall growth was driven by the Asia-Pacific, Middle East, and Africa regions.
The advisory noted that the global smartphone market continued to appear polarized, with growth largely in the top and low-end segments, while the mid-range segment remained weak.
“Despite the recovery seen in Q3, recent component shortages and rising costs have emerged as a shared industry challenge, with the effect expected to be passed through, resulting in higher pricing for new products in the short term and hindering the growth of the low end segment demand,” Omdia analysts said.